Ugg unveils omni-channel store
As part of its aggressive push into omni-channel retailing, Ugg Australia, the fashionable sheepskin boot brand, just opened its first-ever technology-driven concept store, located in the Washington, D.C. metropolitan area.
The highlight of the store is the use of RFID technology to allow consumers trying on merchandise to view digitally triggered content on four 65-inch HD touchscreens throughout the store. The content includes product information and options, style tips, videos, related marketing campaigns, and suggested complementary products. Using the screens, consumers can send themselves text messages that include a product link.
The screens are designed to help dissolve the lines between online and in-store sales. Beyond shopping the nearly 230 SKUs on display inside the store, customers have access to an "endless aisle" of Ugg products across its e-commerce website.
The assortment is further extended by two customization programs:
- The "Ugg By You" program enables consumers to come up with their own takes on five classic styles: Classic Mini, Classic Short, Bailey Bow, Bailey Button and Fluff Flip-Flop.
- With the "Bling It On" program, consumers can add Swarovski crystal patterns and other "statement-making looks" to their Ugg staples.
Free Wi-Fi enables consumers to more easily share their shopping experiences through social networks.
For their part, sales associates are equipped with iPads to answer product questions, provide customer service support, and complete e-commerce purchase transactions for items not available on the sales floor. Select Ugg online orders can be shipped overnight for free or picked up in-store.
"Omni-channel isn’t just a catchphrase for Deckers; it’s an integral part of our culture of innovation and our retail strategy — one that we’ve made investments in for more than five years now — to engage with our consumers with respect to their preferred shopping channel," said Dave Powers, president of omni-channel for Deckers Brands, the parent of Ugg. "That strategy is on full display at the Ugg store, where we are merging the best of digital and physical shopping experiences, and setting the foundation for future omni capabilities across our brands."
The store is located at Tysons Galleria in McLean, VA.
What’s spot-on and what’s missing from Ugg’s omni-channel store? Does the touchscreen display foretell how RFID’s promise may go beyond inventory counting and quick checkout?